Being a woman in the cycling industry isn’t necessarily plain sailing in 2026, but it was an even more male-dominated space 20 years ago when Sasha Castling started her career with Boardman Bikes.
A lot has changed in that time, and it’s in part thanks to women like Sasha, paving the way for women to reach important positions in bike brands, and become part of the decision-making team.
She’s been at Boardman, Ribble and now Pashley, so we thought it was time to chat to one of the friendliest people in cycling, as she celebrates 20 years in the biz.
So Sasha, you’re somewhat of a cycling industry veteran now, talk us through your career thus far
Wow! Veteran? Not sure exactly where that time has gone! Although it did occur to me when thinking about this conversation that Boardman Bikes will be 20 years old next year, which is where my career in the cycling industry started…
My entire career has been involved with Branding and Design working for a diverse range of clients across the music, fashion, retail and leisure industries. In the mid-noughties our design consultancy was approached to work on the original Boardman Bikes concept by the company’s founders.
This resulted in taking it from a conversation around a kitchen table to Britain’s newest cycle brand available in the UK’s largest cycle retailer within a couple of years. The opportunity of working with Chris, the wider team and being responsible for PR and Marketing was such an exciting proposition and too good an opportunity to turn down. So, I moved across to Boardman.
Bringing my experience and expertise and different ‘outside the industry’ perspective combined with a small truly talented team who worked so hard and shared the same vision, passion and ambition allowed us to create something very special.
The brand enjoyed incredible beginnings, with Nicole Cooke winning Gold in Beijing on one of our earliest models. It then developed and achieved an unbelievable amount of success, winning multiple industry awards across the ranges to seeing the bikes being ridden around the world in multiple Olympics across multiple disciplines, the Tour of California and closer to home at the Tour of Britain.
Having truly established itself on the World’s stage, Boardmans would be ridden to win multiple Olympic, World and European titles. Alongside the success, personal highlights for me must include launching a new range on the 32nd floor in the centre of London, to unveiling a new bike at the Ironman Championships in Hawaii alongside launching the Boardman Fi (female inspired) range. Our work championing female athletes and incorporating their product feedback was the inspiration which I launched with a Prêt-à-Portea at The Berkely Hotel. The Ballroom was bursting with the most inspiring female talent from across the industry, sport, media and beyond. More runway than trade show and a remarkable event for the time!
Following the sale of the business, I took a break allowing me the time to re-energise, gain inspiration from travelling and enjoying new experiences. My next cycling adventure saw me go from one of the youngest to one of the oldest names in the bicycle industry. Ribble had been trading for over 120 years and was in an exciting period of transition. What started as a six-month contract saw me working to raise the profile and transform the perception of the brand over a six-year tenure. For me after early success, the pivotal moment came when the Ultra was launched – the first time the brand had created a superbike backed by extensive R&D and white paper.
The launch had its own obstacles to overcome as the pandemic restricted conventional ways of launching a new product. I got creative, saw this as an opportunity and designed a different approach – taking the bike on Tour with a one-on-one initiative. It took a lot of planning and time, but those individual sessions allowed us to deep dive into the data, capture unique content and took the brand to the next level. Other stand out moments include Ribble Rebellion (the disruptive winning Crit team who took the scene by storm across the pond and the UK). The energy was totally infectious from the striking bike, kit, visual id and team rider dynamic. Crit racing is fast and furious with inner city racecourses making the sport very democratic and accessible to all.
Championing the signing of the women’s team Drops LeCol whose iteration would go on to ride at the Tour de France Femmes and documented by our female content creators was a very proud highlight. I also got to initiate some extremely exciting collaborations that spanned art, music and culture – introducing the brand to very different and diverse audiences. The Vic Lee E is a personal favourite. After six years of creative endeavour, it was time to hit pause and take a breath…
What was it about Pashley that piqued your interest?
I’d known of Pashley throughout my career associating them with their iconic range of classic bicycles. It was after a conversation with their new CEO that I learnt of their plans to build upon their great heritage and take them on a journey to shape their next 100years. I loved the way that there was a genuine passion for the handmade. Pashley makes everything in Stratford-upon-Avon from the raw steel tubing to complete finished bikes.
It has a true sense of pride for craftsmanship across the business. It’s the first time I have worked in the industry and seen everything being made by hand onsite as opposed to just hand built. For me, it’s a true British lifestyle brand which is genuinely loved and continues to innovate.
In the short time I’ve been involved, I’ve worked with the team on the launch of the all-new Finder collections, secured TdF exposure via ITV4’s coverage, exhibited alongside the best brands at Rouleur, explored new collaborations including creating the Townhouse Bicycle with Considered Things and launched the small-wheeled Mini Velo. This year will see us showcasing our skills at Bespoked and we’re planning on launching eagerly anticipated new models at the Malverns Classic. These initiatives allow Pashley to be seen by a wider cycling audience. This is just the start, exciting times ahead – so watch this space…
As a woman in the industry, how do you feel it’s changed since you started? And any words of encouragement for women wanting to get into the industry?
The landscape is certainly changing. When I first started out there were not many women in the industry. And back then, who would have envisaged formidable female talent at the helm of BikeBiz!
So, things have certainly improved and it’s tremendous to witness a larger influx of female talent pushing boundaries in roles at global cycling companies in tech, editorial, design, manufacturing, digital, finance, clothing and more – and across the industry and sport.
It’s fantastic to see more female leadership making way for future women who want to work in the space alongside the implementation of more female focussed initiatives, global mentoring and network support, dedicated accolades and awards for recognition plus more coverage of female cycling and uptake of the sport.
I do get disheartened to read industry figures projecting 71% of women are contemplating leaving. A diverse, inclusive industry and sport improves business, inspires new narrative, attracts greater participation and futureproofs our sector. When we support each other and create inclusive cultures, we all rise!
The cycling industry is an exciting place to be with lots of opportunities for talented individuals to become part of a genuinely rewarding profession. There has never been a more prominent time to form the future – we need new diverse talent to shape cycling’s visibility, vision and voice.
What do you think the next few years is going to be like for the bike industry, particularly British brands like Pashley?
Granted, the road has not been smooth, but it’s turned a corner. I think people are looking for the genuine, real, true and passionate companies who champion, actively endorse and promote the best of British. Where traditional craftsmanship and skills are involved, where everything is treated with respect and with a focus on provenance, locality, sustainability and stewardship combined with a modern outlook for today’s lifestyle – which I think brands like Pashley offer.
Cycling has and will always continue to move forwards, there’s no better time to get out on a British-made bike!